The Myth of Declining Generosity

A clear message: “Generosity is not dead—it’s transforming”, says Ann Fellman, Chief Marketing Officer at Bloomerang. As headlines churn out fatigue-inducing stories of donor decline and uncertainty, Ann injects much-needed optimism rooted in data and strategy.

“We are in it now,” Ann declares about the $70 trillion wealth transfer, urging nonprofits to act instead of waiting for the perfect moment. Drawing from the latest Giving USA 2024 findings, she reminds us that individual giving reached a staggering $592.5 billion, with 66% of that coming directly from individuals. “Individual Americans are ready and willing to support,” she tells us.

This recent conversation navigates beyond donor behavior into practical strategy. Ann challenges fundraisers to rethink short-term vs. long-term planning and ‘get real about programming priorities: What must be done, what should be done, and what would be nice to do?’ She lays out a compelling scenario-based approach to planning for revenue shifts, especially in a landscape threatened by grant losses and funding uncertainty.

She also makes a strong case for recurring giving. “Would you rather have a one-time $100 gift or $10 a month for years?” she asks. Despite the low adoption rate, recurring programs offer sustainable, predictable revenue and are easy to implement with today’s tech. She even floats the bold concept of creating a “monthly giving officer”—a role few, if any, nonprofits have embraced but one that could radically improve outcomes.

Transparency, too, is no longer optional. Citing data from Bloomerang’s Mission: Retainable report, Ann points out that while 65% of donors crave regular impact updates, only 36% of nonprofits actually deliver them. In an era when trust is easily eroded, communicating funding gaps and showing how you're responding builds confidence and inspires donors to act.

As Ann beautifully puts it: “There is generosity. It’s alive and well.”

00:00:00 Welcome & Introduction to Ann Fellman

00:02:30 What Bloomerang Actually Does for Nonprofits

00:04:15 How Tech + People = Better Fundraising

00:06:15 The Truth About American Generosity

00:08:30 Giving USA 2024 Highlights: $592B Raised!

00:10:00 Generational Wealth Transfer: $70 Trillion Opportunity

00:13:00 Donor Communication Gaps and Impact Reports

00:15:00 Monthly Giving—The Most Underrated Strategy

00:20:00 Scenario Planning: Must Do, Should Do, Nice to Do

00:24:00 How Transparency Builds Donor Trust

00:27:00 Highlighting Funding Gaps Without Fear

00:30:00 Final Thoughts: Don’t Be Discouraged, Generosity Is Alive

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